Day 2 of the Digital Summit in Denver
It was a gorgeous morning in downtown Denver, and it was great to meet and mingle with all the busy digital marketers that attended the early sessions of the Digital Summit. The exchange of ideas was fast-paced, so if you blinked you probably missed something.
Here is a recap of three of the sessions I attended as part of the Page 1 Solutions SEO team:
Unleashing the Power of Search and Social Integration, Jason Dailey, Facebook
Jason opened with great enthusiasm and presented a lot of solid ideas for integrating search and social into one cohesive approach to a strong digital marketing campaign. By combining both marketing channels, a business can reach out to potential customers using text, photos, videos, and VR/AR technology to sell a brand message.
Important items to note:
- People check their phones over 100 times a day, on average
- Mobile is the platform of choice because of speed and personal accessibility
- 75% of all mobile data will be video by the year 2020
This type of ‘always-on’ access gives marketers a great opportunity to connect with users and fill a need they may have. When integrating your marketing message across search and social, Jason suggests following the 10 Cs:
- Collaborate across silos
- Combine search and social insights and data
- Coordinate your message across all platforms – copy, campaign and creative
- Create your campaigns to convert – you have 3 seconds to capture the attention of your audience
- Curate “Serendipitous Discovery” – if you can touch a searcher with a personal message and make it meaningful, it will last longer with them than if you are simply throwing words at search engines
- Collapse the funnel – your audience does not follow a straight funnel; they will bounce between platforms (mobile, desktop, tablets) and products (social, search, in-store and back again)
- Connect First Party Data – measure and ask questions about what you see. Find the same customer segments in social that you see in search
- Conduct tests – again and again. What worked today may not work 6 months from now. What worked for one client might not work for another
- Count holistically – never assume last click is the most important. There are a lot of stepping stones a user takes in the marketing journey. Instead of focusing on clicks, engagements, visits, and likes, measure in true business outcomes (leads, sales, ROI, product/service inquiries)
- Confront your fears – don’t be afraid to think differently
Reimagining the Technology Foundation for Marketing, Joseph Stanhope, Forrester
The overall message from this session was that humans are increasingly less capable of bridging the gap between context and moments in marketing. This is mainly due to lack of time.
Using AI algorithm to do this for you frees up immense amounts of time so that you can focus on more important things and leave the repetitive grunt work to the machines. Technology can make buying frictionless and intuitive.
The example Joseph used is that Domino’s has 10 different ways you can order a pizza:
Joseph recommended integrating online and offline experiences, focusing on real-time interactions, and marketing using cross-platform experiences. He also said that using an identity graph can help your campaigns and aid reporting on KPI benchmarks:
Finally, he advised the session to use the technology that moves the needle the most, rather than getting bogged down in too much tech.
Bridging Silos between SEO, UX, and Content for Big Marketing Wins; Rebekah Cancino; Onward
I really enjoyed Rebekah’s presentation. She reiterated the importance of working together instead of working in silos and stressed the importance of cross-team involvement.
Rebekah discussed the importance of analyzing all aspects of a client website before content is underway. Meaning: look at the SEO, the design needs, and the user experience before the design is built.
A lot of times this requires meeting with teams you wouldn’t normally meet with during your buildout process. If you can discover areas where the site can improve SEO or UX before the design happens, this will enhance the entire process.
Rebekah also listed a couple tools she found helpful as a content specialist, including Keyword.io (Pro), a platform for seeing market segments and intent behind keyword groups.
Rebekah mentioned the importance when using Keyword.io to balance business goals with customer needs. Ask: What is the user feeling, doing, and thinking when they are visiting a particular page on your site? Doing this can help you figure out who your target audience is and what your message should be.
She suggested using the chart above as a pre-wireframe tool to help align business goals with design/creative goals for each important area of the website.
By Tammy Smith, SEO, Page 1 Solutions